Ancient grains are having a moment in UK food retail, as shoppers look for alternative nutrient dense ingredients, fibre-rich foods and new, natural approaches to everyday nutrition. The global ancient grains market is projected to reach $10.52 billion by 2032, growing at a CAGR of 37.6% (Meticulous Research, 2024). With Ocado providing a platform for emerging food brands and new ingredients, British brand Teffie is bringing teff, an ancient grain cultivated in Ethiopia for thousands of years, to a wider audience through a new retail listing, establishing itself at the forefront of the ancient grain snacking category.Teff is a naturally gluten-free, planet-friendly ancient grain with a long history of cultivation in Ethiopia and now grown around the world. Despite its heritage, it remains relatively unfamiliar to many UK shoppers, presenting an opportunity for retailers to introduce new ingredients through familiar formats. Teff has also featured in Unilever’s Future 50 Foods list, reflecting wider interest in diversifying the ingredients used in the global food system.
Teffie’s latest reformulation focuses on taste and texture, creating a brownie-meets-cookie experience while retaining the brand’s wholefood-led approach. The plant-based recipes are made without brown rice syrup, refined sugar, seed oils or artificial sweeteners. The products are naturally high in fibre, gluten-free and made without the 14 major food allergens.
For Teffie, the Ocado listing is a key step in its UK growth, extending the brand’s reach beyond its existing retail partners. It also gives shoppers another way to discover ancient grain teff in a familiar, accessible format, as retailers continue to explore opportunities in the better-for-you food category.
Jessica Singh, founder and CEO of Teffie, said: “Teff has been a staple food for thousands of years, yet it’s still unfamiliar to many UK shoppers. There are so many reasons why the UK can benefit from eating more teff: it’s high in fibre, a nutrient powerhouse loved by athletes, and a drought-resilient grain. We’re proud to be at the forefront of bringing ancient grains into everyday snacking, and we want people to experience the transformative benefits of eating teff. Our reformulated products bring together wholefood ingredients and a texture that feels indulgent, staying true to what Teffie stands for: joyful, nutrient-dense food. Securing a listing with Ocado is a significant milestone for us, and an exciting step in bringing teff, and future-proof food, to more homes across the UK.”
Dr Scott Robinson PhD, nutrition advisor to Teffie, said: “Fibre is an important part of a balanced diet, yet many people in the UK are not meeting recommended intake levels. Ancient grains like teff are seeing renewed interest for exactly this reason, and everyday foods and snacks can be one opportunity to increase fibre intake.”
“Teff is a naturally gluten-free whole ancient grain with an interesting nutritional profile, and part of a wider shift back towards grains with real nutritional heritage. Using it in a convenient snack format can help introduce the ingredient to a wider audience.”
Availability:
Teffie’s reformulated Chocolate Date Brownieand Cinnamon Bunproducts will be available on Ocado from 29th October 2026, with an RRP of £12.00 for a pack of 6.
The listing builds on Teffie’s existing retail presence at Selfridges, Fortnum & Mason, Planet Organic and Holland & Barrett Online, alongside direct sales through teffie.me.
A third flavour, Chocolate Jaffa Orange, is planned for later in 2026.
